Audiences, Data and Media Convergence PG (11634.1)

This unit examines media and technology convergence and how changes in the way audiences communicate and receive information are being utilised in marketing communications. Media channels are no longer limited to traditional mass media platforms but are now personalised and interactive. This unit will enable students to critique technological developments driving individualised media, examine how data is created and used by new media technologies, and understand issues related to data, privacy and personalised media. This course will develop techniques for implementing customised campaigns as marketing communication moves beyond the USP aimed at mass audiences to messages tailored for niche audiences across local and global markets.

Learning outcomes

Upon successful completion of this unit, students will be able to:
1. Evaluate, interpret and reflect on how audiences are created and situated for use by convergent media systems;
2. Synthesise knowledge and hypothesise plausible marketing applications for real-world examples;
3. Analyse a range of industry contexts across local and global markets, with consideration of cultural and ethical impacts; and
4. Appraise and create strategies for industry application, recognising the complex dynamics and perspectives of actors and audiences.

Graduate attributes

1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
3. UC graduates are lifelong learners - be self-aware

Prerequisites

None.

Corequisites

None.

Incompatible units

None.

Equivalent units

None.

Assumed knowledge

None.